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What Sales Leaders Should REALLY Expect from Marketing Automation
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What Sales Leaders Should REALLY Expect from Marketing Automation

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Double the bid-to-win ratio for the top 20% highest performing sales reps as a result of marketing automation. …

Double the bid-to-win ratio for the top 20% highest performing sales reps as a result of marketing automation.

If they used to close 2 out of 10 deals per period, they will close an average of 4 out of 10 qualified and prioritized deals within a year of investing in marketing automation (possibly more). According to research 68% of All Other organizations are passing unqualified leads to sales – which means sales has to search for the needles

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  • 1. WhatSales LeadersShould REALLY Expect from Marketing Automation Ian Michiels Principal & CEO Gleanster Research COMPLIMENTSOF:
  • 2. Chat
  • 3. #ActOnSwSocial
  • 4. WhatSales LeadersShould REALLY Expect from Marketing Automation Ian Michiels Principal & CEO Gleanster Research COMPLIMENTSOF:
  • 5. Agenda Sales Goals in 2014 Sales Challenges in 2014 Sales Perceptions of Marketing Automation What should you expect? How do you get there?
  • 6. TODAY’S STATS Total survey responses: 465 PERFORMANCE BASEDALGORITHM All Respondents Customer Experience (Jan. 2014) n= 276 B2B Marketing (Dec. 2013) n= 189 Top Performers: Respondents that achievedTopQuartile performance in key KPI’s Everyone Else Gleanster Benchmark Stats
  • 7. Customers in Control SalesGoals in 2014 RevenueTargets! Operational Efficiency Data-Driven Decisions Risk Mitigation / Accountability Employee Development Lead Generation Sourcing and RetainingTalent
  • 8. Customers in Control SalesGoals in 2014 RevenueTargets! Operational Efficiency Data-Driven Decisions Risk Mitigation / Accountability Employee Development Lead Generation Sourcing and RetainingTalent +MARKETING +HR SALES +PRODUCT DEVELOPMENT +SERVICE & SUPPORT
  • 9. There’s No Perception Gap in Lead Quality 5 – Qualified Leads 1 – Not Leads 2 3 4 MARKETING (n=98) SALES (n=76) 100% 50% 50% 100% How would you rate the quality of leads generated by marketing on a scale of 1 to 5?
  • 10. There’s No Perception Gap in Lead Quality 25% 5 – Qualified Leads 1 – Not Leads 2 3 4 MARKETING (n=98) SALES (n=76) 100% 50% 50% 100% 10% 38% 27% 5% 34% 27% 19% 15%0% How would you rate the quality of leads generated by marketing on a scale of 1 to 5?
  • 11. Challenges in 2014 37% 49% 55% 65% 72% 89% 0% 20% 40% 60% 80% 100% Locating contact information Insufficient materials Navigating multiple decision makers Sales forecasting Establishing relationships with buyers Longer sales cycles Challenges with Customer Engagement in 2014 Sales (n=112) * Customer Experience Management Survey, Q1 2014, n=276
  • 12. Mitigating Challenges CHALLENGES Longer sales cycles Establishing relationships with buyers Sales forecasting Multiple decision makers Insufficient materials Locating contact information Marketing Automation Landing Pages Lead Nurturing Lead Scoring CRM Integration Analytics Marketing Automation
  • 13. But moaaam…
  • 14. Marketing Automation is not…  Just about “automating” marketing  For marketers only  Another fragmented technology investment
  • 15. Challenging traditional perspectives 7% 9% 12% 15% 18% 19% 20% 0% 20% 40% 60% 80% 100% Tradeshow badge scan Email campaign open rate Downloading a whitepaper More than 5 website visits Downloading 2 or more… Demo Signup Contact Us form fill Sales (n=78) * 2013 Marketing Automation Survey, Sales Reps n=78 What activity drives the most conversion to a qualified opportunity in your organization? No Clear Winner?!?
  • 16. What should sales really expect from marketing automation?
  • 17. What should sales expect from marketing automation Faster sales cycles Efficiency gains Forecast accuracy Visibility into buyer behavior Conversation starters Downstream accountability
  • 18. SurveySays Tangible Fluffy REVENUE
  • 19. What’s on your mind? Save Time Improve Success Rate Path to Revenue
  • 20. Expect it to be an investment in time, not necessarily budget Budget usually resides in marketing Establish a common language Definition of a “qualified lead” Integration with CRM Lead alerts Territories and account business rules Stop guessing
  • 21. But I’ve heard about too many failed implementations Top Performers are 4x more likely to invest in marketing automation Establish a “Clarity of Focus” Share CustomerWin Data with Marketing Prioritize 3-5 Key Personas If you don’t know where you are going every path will take you there.
  • 22. Expect 2x higher bid-to- win ratios from your highest performing reps 32% of All Respondents report leads that are passed to sales are qualified by BANT criteria. Top Performing organizations report 2x higher bid-to-win ratios in the first 12 months of using marketing automation. * B2B Marketing Survey, Q4 2013, n=189
  • 23. But do I need to disrupt existing processes to get there? Lead scoring creates rules to automate qualification and outsource it to marketing Content uncovers intent- conversation starters Multi-channel communication is less intrusive to prospects Real-time alerts in CRM give reps context
  • 24. Expect an average of 1.5x higher revenue year-over- year. 100% of respondents reported an average of 1.5x higher revenueYoY. 82% of sales leaders report “significant improvement” in lead quality within the first year of investing in marketing automation. 76% report a “significant decrease” in lead quantity. * B2B Marketing Survey, Q4 2013, n=189
  • 25. But every time we beat a target …my target increases!?! Measure the conversion from “marketing qualified” to “sales accepted lead” Measurement gives Marketing and Sales leaders to confidence on performance so you can say: Sales: “if you give us X sales accepted leads we will convertY revenue in this timeframe.” Marketing: “to generate X sales accepted leads we needY in marketing spend.”
  • 26. ExpectShorter SalesCycles 89% of sales leaders report sales cycles decreased “as a result of marketing automation.” * B2B Marketing Survey, Q4 2013, n=189
  • 27. Expect an increase in CRM adoption among sales reps Sales Leaders (Director and Above, n=56) In your opinion, did marketing automation with CRM integration lead to an increase in CRM usage among reps? Yes- 76% No- 24% * B2B Marketing Survey, Q4 2013, n=189
  • 28. Expect marketing to be just as accountable as sales. Quantify everything. Leads meet the criteria or they don’t. Link marketing spend to revenue for closed loop measurement. Determine what messages resonate across different channels. Help sales reps adjust tactics. Replicate and scale best practices.
  • 29. What to expect?  2x higher bid-to-win ratios  “significant increases” in lead quality  “significant decrease” in marketing-to-sales lead quantity  1.5x higher increases in revenue  increased CRM adoption  reduced sales cycles  tangible accountability – in marketing
  • 30. Complimentary Deep Dive Research Report What Sales Should Really Expect from Marketing Automation
  • 31. Ready to Learn More? Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com
  • 32. Thanks! Q&A Ian Michiels Gleanster Research @InsightFanatic ian.michiels@gleanster.com